Senior brand designer
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As the founding brand designer, it was my responsibility to bring this analytics start-up brand to life. I was responsible for the creation of highly visible brand elements which includes retail packaging, digital and print marketing, trade show booths, internal and b2b advertising materials. My role as a senior designer expanded to Art Director where I led and directed teams to create broadcast commercials and photo shoots for new and upcoming product launches.
Trade show marketing campaigns for the 2015–2018 PGA Show.
Annual show booths, digital kiosks, product launch campaign materials, and off-site buyer experiences.
Design environments and experiences that supported sales team goals across multiple revenue streams while forecasting seasonal marketing creative for integration into show materials.
Achieved a 4x year-over-year increase in buyer interactions, leading to expanded partnerships and new retail opportunities. Earned the Buyers Choice Award four consecutive years and Best 20x20 Show Booth honors in 2016, 2017, and 2018.
Creative Director, Project Manager, and Design Lead.
Arccos Golf entered the 2015 PGA Show with its first product and app, launching into a market resistant to change and hesitant to adopt mobile technology. I was tasked with conceptualizing and executing marketing initiatives that would shape our presence at the event and drive adoption.
Each year, I designed and managed the production of dynamic show booths and experiential spaces tailored to the specific product launch. These designs seamlessly integrated with concurrent marketing campaigns, ensuring consistency and amplifying brand messaging. The booth concepts became the foundation for marketing collateral used throughout the season, creating a unified and recognizable brand identity.
By aligning closely with sales teams, I identified opportunities to optimize buyer engagement and adapt our materials to address their needs. This approach not only enhanced the trade show experience but also positioned Arccos Golf as an innovative leader in its industry, paving the way for sustained growth
and recognition.
Product launches for Arccos 360, Arccos Driver, and Arccos BTLE sensors.
Packaging, website, broadcast commercials, still photography, and integrated assets for web, mobile, and watch apps.
Introduce Arccos products into a traditionally anti-tech market, educating consumers on their value and usability.
Arccos 360 achieved a successful global launch, securing placement in 500 Apple stores, 800 Dick’s Sporting Goods and Golf Galaxy locations, and numerous pro shops.
Senior Designer and Art Director.
I collaborated with cross-functional teams to develop release cycles, marketing campaigns, and internationalization strategies, carefully aligning them with the golf season and overseas manufacturing timelines.
A key challenge was navigating the diverse regional requirements for international product launches. I immersed myself in understanding market-specific regulations, including packaging design standards, legal language, and customs requirements. By addressing these complexities upfront, we streamlined production workflows and ensured compliance across all regions.
Once regulatory requirements were finalized, I led the creation of assets, ensuring consistency across packaging, digital platforms, and marketing materials. This holistic approach positioned Arccos as a pioneering brand in the golf tech space, resonating with both traditional players and early adopters.